Simple spends £7m to educate consumers about the effects city living can have on their skin

Simple Kind to Skin Cleansing Wipes are one of the products being promoted

Simple is investing £7m in a new campaign designed to educate consumers about the effect city living can have on their skin.

Promoting key products including Simple Kind to Skin Wipes, Simple Hydrating Light Moisturiser and Simple Moisturising Facial Wash ‘City Skin’ activity will span OOH in London and Glasgow, sampling, ‘Behind the Scenes’ videos, social media and TV.

The campaign aims to overthrow the perception that sensitive skin is a ‘condition’ that only affects a few women emphasising that all skin can be sensitive at times, communicating how factors tied to city living – pollution, stress, harsh weather and artificial conditions – can take their toll.

“We understand that consumers living and working in the city are constantly subject to stress, harsh weather, lack of sleep and pollution, all of which have an impact on their skin,” said Philippa Bealey, brand building manager for Simple UK and Ireland.

“We have therefore enlisted help from our Simple Advisory Board to support our city life campaign – comprising of Anna Reich, a highly qualified fitness expert, Caroline Frazer, Simple Skincare make-up artist, psychologist Dr Christine Bundy and award winning food writer and dietician, Fiona Hunter – and demonstrate the impact that other elements, such as healthy bodies, cleansing regimes, minds and diets, have on our skin. Our aim is to teach consumers how to look after themselves inside and out to give them the great looking skin they desire.”

The work hopes to aim women with the knowledge and products they need to combat sensitive skin triggers.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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